Do you remember when eCommerce was the basic tactic to use to increase customer base, awareness, and sales?
Twitter Ads Management Company Do you remember when it was enough to list all your products on one site, promote the cheapest and best-selling of all and wait for the throng of customers at your door? Here, let’s face it: the golden age is over.
Using E-commerce to increase sales today is much more complex than it used to be. Otherwise, how would you explain the decline in online sales widespread even among large multinational companies?
The reason for this is that today’s consumer has become more skeptical and immune to marketing gimmicks. They are no longer interested in having your entire catalog available alongside some offers. The modern consumer wants to connect with other users and experience an experience that goes beyond the simple purchase of the product. As a result of this, I am always on the lookout for inspiring sites.
This is why today brands are attracted to social commerce.
For those of you who don’t know, social commerce is the art of increasing transactions using social networks. Marketing expert Heidi Cohen defines it as the maturation and evolution of social media shopping.
A diamond in the rough
Social media has not only revolutionized the way people communicate, it has also significantly changed the way they shop. Now they can rely on the judgment of other users and interact with them before proceeding. Would you advertise with a link to the landing page of your online offers? Or would you rather sell directly on your Facebook page?
As consumers migrate to social media pages for online shopping, Facebook, Twitter and others are agreeing to align their platforms with turning points in online consumer behavior and thus help sellers.
eMarketer has calculated that social commerce revenue has grown from $ 5 billion in 2011 to $ 30 billion in 2015, here are some interesting facts about individual social networks:
With the Facebook “buy” button, retailers can either bring visitors to their site or allow them to buy directly on Facebook. Thanks to this, an increase in turnover of 5 to 10% is estimated
The Golden State Warriors have offered a commemorative T-Shirt of their NBA championship victory for $ 35 via the “buy” button on Twitter. The operation brought in $ 125,000 in sales.
Those who want to promote on Instagram will have access to 4 different CTAs: install now, sign up, buy now or find out more. A GlobalWebIndex survey revealed that 49% of Instagram users would welcome the new buttons.
93% of Pinterest users plan their purchases through the platform. In the last quarter of 2015, Pinterest was reported to have 60 million purchasable pins. In addition, the buyers on Pinterest are made up of 90% of new customers, making the social network a very attractive channel for acquiring new customers.
All this leads us to think that the time is now ripe to start increasing revenue thanks to the purchase buttons.
Native social commerce benefits advertisers
Being able to buy directly on social networks is a feature that will reward those who will be able to exploit it and promote it in the most suitable way without obscuring the User Experience.
Here are some tactics to use depending on the social network in use:
1. Facebook
On Facebook, you can set up a shop that can generate sales without even users leaving the platform.
This shopping experience significantly shortens the acquisition funnel, as consumers will have to navigate to exactly half of the pages in order to complete the purchase. It will also be possible to save your credit card data to be able to buy with just one click!
Instead of simply putting your entire catalog on sale, you should consider the idea of creating “exclusive for Facebook” products, which follow the trends of the moment and which adapt to the audience that follows your social network.
2. Twitter
With Twitter Ads Management Company, you can sell in real-time while interacting with the public. To be clear, you could create a tweet containing the “buy now” button that geographically targets consumers near your store, if your goal is to increase the customers of your local business.
Another strategy is to create sponsored tweets to coincide with events of great interest, using the appropriate hashtag and offering discounts for a limited period. Think about the potential impact a #GameOfThrones or #TheWalkingDead tweet can have when the hit TV series is back on the air! The “buy now” button on Twitter Ads Management Company is also compatible with remarketing, giving you the possibility to target users who have left the purchase page after placing a product in their cart with your ads.
3. Instagram
On Instagram, you can create promotional videos, images, and carousels depending on the objectives and budget of your campaign. Just make sure that the promotional ad is not perceived as such, but that it blends harmoniously with the content on your page without interrupting the consumer experience.
To choose the target you can use the information on Facebook in the behavior and interests section. You can even publish the ad on both Facebook and Instagram at the same time to optimize times.
4. Pinterest
Pinterest sponsored pins are the real deal. This is because the half-life of a pin is on average 3.5 months, while Facebook posts and tweets last 90 minutes and 24 minutes respectively.
As on other platforms, sponsored pins can target a specific interest or fall to coincide with important events. To optimize them, focus on combining a high-quality image with a description full of relevant keywords. Pay attention to the choice of the most appropriate hashtag as Pinterest gives the possibility to insert only one.
Will social commerce transform local businesses?
Local businesses, whose main marketing tool has always been word of mouth, could use social commerce to personalize the user experience. The “buy now” buttons will allow you to sell to customers nearby or within the store itself.
Thanks to other emerging services such as UberRUSH then, it will be possible to take advantage of the connectivity and speed of social networks to increase and improve transactions.
UberRUSH is that service that, once ordered, sends a private courier to collect the goods, then transports them to the local point indicated in a very short time. Imagine you are a shop selling beach products. Thanks to social commerce you could guarantee the delivery of sunscreen, diving equipment, or others within an hour of ordering directly on the beach.
The same tactic can be use during events and demonstrations: imagine what effect the “buy now” button could have with the promise of immediate delivery to the event itself!
In conclusion, combining the convenience of social shopping with the speed of modern services, while providing a highly personalized experience through specific ads, is the crucial point for success in social commerce.
